Cadillac seems to be well placed for the 35 – 49 demographic ahead of a major new campaign produced by Interpublic Group’s Rogue, as two key perception metrics have been on the rise since late last month. The campaign will position Cadillac as a more-accessible car than it has been, using the theme "Work Hard. Be Lucky."
Since late August, YouGov BrandIndex has seen Cadillac receiving a boost in both its Buzz score ("If you've heard anything about the brand in the last two weeks, through advertising, news or word of mouth, was it positive or negative?") and its Purchase Consideration score ("When you are in the market next to purchase a car, from which of the following brands would you consider purchasing?”).
Both metrics put Cadillac ahead of Lincoln, another warhorse luxury line that kicked off its own rebranding efforts late last year. While Cadillac has achieved higher Buzz scores than Lincoln for most of 2013, the two have been much closer when it comes to Purchase Consideration, which means neither brand has broken out when it comes to potential sales.
Lincoln’s rebranding, overseen by dedicated agency Hudson Rouge, kicked off last December with TV spots featuring President Abraham Lincoln and full page newspaper ads themed “Hello Again,” leading to a social media directed “Steer The Script” campaign featuring Jimmy Fallon and culminating in a Super Bowl commercial. Lincoln suffered a setback this past spring when its MKZ sedan was hampered by parts and delivery delays.
A score can range from 100 to -100 and is compiled by subtracting negative feedback from positive. A zero score means equal positive and negative feedback.
Buzz: Cadillac, Lincoln
Purchase Consideration: Cadillac, Lincoln
